The Week: Advertising News - Charity does brands good

Charity links are more likely to persuade consumers to buy a brand than affiliations with sport, music and entertainment, according to a new survey.

The research, conducted for Ogilvy Action, concluded that brands would be better off promoting their green credentials than signing up celebrities such as Kate Moss. Top of the list of partnerships that would make UK consumers more likely to buy a product or service were recycling issues, which increase likelihood to buy by 52 per cent. Also in the top ten were the charities Red, Greenpeace, the NSPCC, the Red Cross and those covering issues such as poverty relief and animal welfare.